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Applebaum: Coke exec: Time to get physical

Over the past few weeks, experts met to discuss the “Weight of the Nation” at a conference in Washington, and HBO ran a series by the same name.

Why all the attention? Because national statistics show the rates for overweight and obesity among adults and children are too high. We as a society need to raise awareness, work together and find real solutions to bring rates down.

As a mom and concerned citizen, I want not only the best for my son’s future but I want the best for his generation, my generation and generations to come.

If we are honest with ourselves, we know that no one group or sector can solve this problem alone and searching for a silver bullet that miraculously stops obesity is not realistic. Targeting scapegoats or pointing fingers is a waste of energy. Instead, we should apply our energy to solutions that have been shown to work.

I have been working on the frontline of this issue for nearly two decades, and I’m quite certain of a few things. First, our current situation reflects a combination of how we eat and the ever increasing time we spend not moving. Second, we need to look at this problem holistically with focus on our communities in total. And third, we need to work with all sectors to develop and execute workable, comprehensive solutions.

For many Americans, the environment that surrounds them is not conducive to achieving active healthy lifestyles. A recent study by Church et al. (2011) concluded that over the last 50 years there has been a progressive decrease in the percent of men and women employed in occupations requiring at least moderate intensity physical activity. The resulting drops in occupation-related daily energy expenditure “accounts for a large portion of the observed increase in mean U.S. weight over the last five decades.”

Let’s face it. Today, too many Americans spend their days sitting at desks, working at computers, watching TV and driving cars.

The loss of physical education in our schools is a travesty and a tragedy. Being “mesmerized with inactivity” is not good for our children’s health.

And when we talk about the diet, telling people that they have to give up things they love usually fails. Rather, let’s focus on the “how,” “how much” and “how often” when giving the public dietary advice.

Coca-Cola has a role to play in developing product solutions. Helping people manage their calories isn’t a new idea to us. In 1963, we launched low-calorie Tab. Today, the total number of diet and light drink brands we sell in the United States is more than 150.

What people eat and drink is only part of the weight management equation. As a society we must support programs that promote exercise. National leaders like Michelle Obama set the right example, tapping celebrities like Beyonce to remind children that activities such as dance can be just as entertaining as a video game.

Recess and physical education must be maintained and increased in schools. These programs are critical to instilling an enjoyment of exercise that they will carry the rest of their lives.

Rather than continuing to advance ideologies that haven’t worked, let’s tap into our nation’s brilliance and energy to build communities that encourage physical activity and support programs that motivate sensible, balanced eating and other healthy behaviors.

Rhona S. Applebaum is vice president and chief scientific and regulatory officer at The Coca-Cola Co. in Atlanta.